Email marketing isn’t just about sending messages to as many people as possible. It’s about sending the right messages to the right people, at the right time. That’s the benefit you can get from effective email segmentation.
If you’ve been wondering how to get better engagement and results from your campaigns, this guide will walk you through everything you need to know. We’ll cover email segmentation best practices, explain how it works, and provide examples to inspire your next campaign.
Here we go!
What Is Email Segmentation, and Why Does It Matter?
Email segmentation is breaking your email list into smaller, more specific groups based on what people like or how they behave.
Instead of blasting the same email to everyone, segmentation allows you to tailor messages for specific groups.
Why is this so important? Because personalized emails perform better—significantly better.
Segmented campaigns have been shown to increase open rates, click-through rates, and even sales. Imagine sending an email about winter coats to someone living in a warm climate. That’s a wasted opportunity.
By focusing on what’s relevant to each group, you’re more likely to grab their attention and keep them engaged with your brand.
Read this next: 5 Predictive Analytics Tools for Email Marketing.
10 Email Segmentation Best Practices
These tips make it easier for email marketers to create messages that feel personal and actually matter to their audience. By using these strategies, businesses can build real connections and see more recipients engaging with their emails.
1. Start with Demographics
Demographics are the foundation of effective segmentation. Think about characteristics like age, gender, location, income, or occupation. These basics can help you create tailored campaigns that feel personal to each recipient.
Example: A beauty brand might send skincare tips and product recommendations specifically for women to its female subscribers, while men receive content focused on their unique needs.
Tip: You don’t have to gather every piece of information at once. Start with the basics during sign-up, then gradually collect more through surveys or interactions.
2. Segment by Purchase History
What someone buys says a lot about what they’re interested in. By grouping subscribers based on their purchase history, you can create campaigns that feel tailored to their preferences.
Example: Let’s say someone recently bought running shoes. Follow up with an email showcasing running socks, water bottles, or fitness trackers.
Why It Works: Customers are more likely to buy products related to what they’ve already purchased. Plus, it shows that you’re paying attention to their needs.
3. Pay Attention to Email Engagement
Some subscribers open every email you send, while others might barely glance at your subject lines. Segmenting by engagement level allows you to create targeted campaigns for both groups.
- For Active Subscribers: Reward them with exclusive offers, early access to sales, or loyalty perks.
- For Inactive Subscribers: Send re-engagement emails to remind them why they signed up in the first place.
Example: A re-engagement campaign might include a subject line like, “We Miss You! Here’s 20% Off Your Next Order.”
4. Use Geographic Data
Where someone lives can greatly influence what they need or want. Location-based segmentation helps you tailor your messages to fit regional preferences, weather, or local events.
Example: A retail chain might promote heavy coats to subscribers in cold climates while advertising sandals to those in warmer areas.
Pro Tip: If your business operates globally, use localization to adjust language, currency, or even cultural references in your emails.
5. Gather Customer Preferences
When you let your subscribers tell you what they’re interested in, your job gets a lot easier. Preference-based segmentation is all about asking what people want to hear from you.
How to Do It: Add a preference center to your emails so subscribers can select the topics or product categories that interest them. This also gives them control over how often they hear from you, making your communication more relevant and personal.
Example: Spotify’s yearly “Wrapped” emails are a great example. By analyzing listening habits, Spotify creates highly personalized and engaging content for its users.
6. Focus on Cart Abandoners
Cart abandonment emails are some of the most effective campaigns in e-commerce. Segmenting your audience to target people who’ve left items in their cart can lead to quick wins.
Example: Send a reminder email featuring the items they abandoned, paired with an incentive like free shipping or a discount code.
Why It Works: It’s a gentle nudge for customers who are already interested, making it easier for them to complete their purchase.
Related blog: How to Set Up an Effective Klaviyo Abandoned Cart Flow.
7. Consider Engagement Timing
Not everyone checks their inbox at the same time. Some people are morning readers, while others scroll late at night. Analyzing when subscribers are most likely to open your emails can boost engagement.
How to Implement It: Use A/B testing to find the best send times for different segments. Once you have the data, schedule your emails accordingly.
Example: If a fitness app notices that users open emails at 6 a.m., it can send motivational content in the early morning hours.
8. Leverage Behavioral Triggers
Behavioral segmentation focuses on what your subscribers are doing—or not doing.
This includes actions like signing up, making a purchase, or browsing certain products. Behavioral triggers make your emails feel timely and relevant, increasing the chances of engagement.
Examples:
- A welcome series for new subscribers.
- Post-purchase emails with tips on using a recently bought product.
- Emails recommending products based on browsing history.
9. Re-Engage Inactive Subscribers
Not every subscriber will stay active forever. But instead of writing them off, try bringing them back into the fold with a targeted campaign.
Example: A “We Miss You” email could include an exclusive discount or an invitation to update their preferences.
Pro Tip: Use engaging subject lines like “Still Interested? Here’s 15% Off Your Favorite Items.” This sparks curiosity and makes it easier for them to re-engage.
Read this next: Lower Your Unsubscribe Rate and Improve Email Engagement.
10. Combine Multiple Segmentation Factors
Sometimes, the best results come from layering segmentation strategies. Combining different data points allows you to create hyper-targeted campaigns. This type of multi-layered segmentation ensures your emails are as relevant as possible.
Example: An outdoor gear company might segment subscribers by:
- Age group (e.g., 25–35).
- Geographic location (e.g., regions with hiking trails).
- Purchase behavior (e.g., buyers of camping gear).
Stay ahead: Email Marketing E-Commerce Tips from the Experts.
Bonus Tip: Use Klaviyo’s Customer Segmentation Tool to Simplify Email Segmentation
Managing segments manually is time-consuming, especially as your list grows. That’s where email marketing tools like Klaviyo come in handy.
Why Choose Klaviyo
Real-time updates:
With Klaviyo, your segments update in real-time, ensuring you’re always reaching the right audience with your messages. Plus, you can use all-time data to create segments that truly resonate.
AI that drives faster results:
Klaviyo’s new AI is incredibly smart and designed to save you time. It helps you quickly build more effective segments, so you can see measurable results faster.
Cross-channel connection:
With Klaviyo, you can easily connect across all your channels—email, SMS, mobile push, and more—making it simple to track and measure your performance wherever your audience is.
Final Thoughts
Email segmentation isn’t just a nice-to-have—it’s essential for any marketer looking to improve engagement, conversions, and customer loyalty. By following these email segmentation best practices, you can craft campaigns that feel personal, relevant, and impactful.
Start small, experiment with different strategies, and refine your approach based on what works best for your audience. The results will speak for themselves.
Ready to improve your email marketing strategy? Start segmenting your email list today, and watch your engagement rates soar. Visit our blog for more expert tips!
